Many people think of a website conversion as a single step. The person calls, fills out a form, or makes a purchase.
But the ultimate conversion action is the final step in what can be a long series of micro-decisions. In other words, you don’t just need to target a single “yes”. You need to create a funnel in which a series of “yes” answers leads to your final conversion.
Here are 7 tips on how to develop a website conversion funnel that leads to the final “yes” which creates profit.
#1. Prioritize and Plan Visibility
As we’re alluding to, the problem most business websites have with their website conversion funnel is that they fail to theme out their campaigns to individual product or service level. This is why you see so many ad campaigns that simply take visitors to a homepage with general brand messaging.
Instead, create themed campaigns for each of your most important products or services. This starts by understanding where you want to target visibility. Some offerings may need a direct response ad campaign, while others need to start with a branded social media effort. You can’t use the same tactics and execution for both.
Diversify your targeting so you hit on both organic and paid channels depending on how you’re targeting people in the buying journey.
#2. Target Your Customer’s Needs
There are two types of online ads. The first is the ad that says what the business wants to say about itself. These don’t often convert well.
The second is the ad created with a deep understanding of what the customer is looking for. These have excellent conversion rates.
The first type of ad usually lacks specificity, which results in wasted traffic coming to the website. For example, if you’re a tax attorney but you’re getting traffic from people looking for a divorce attorney, it won’t matter how effective your landing page is. The click is a waste.
When you target your prospects need – with precision – and match your content to that need, you’ll get the “yes” answers that lead to profitable conversions.
#3. Message Match
You want specific ad copy and landing pages for each campaign. Your goal is to match your offering to your customer’s need as specifically as possible. If the first “yes” you get for them to think “this is what I’m looking for” then you’re off to strong start.
Again, make sure you create content specific for each campaign you want to run. You want your ads and landing page content to have message match, which means that the offer you communicate in the ad is repeated – exactly – on the landing page. Don’t make the mistake of just using your website homepage as the landing page for all your campaigns.
Also, make sure your landing page has a strong call to action. Be clear about what action you want visitors to take and create a persuasive message that motivates visitors to overcome hesitation and act.
#4. Social Proof and Trust Badges
If people don’t trust your business, then you’ll never get the “yes” answers that will make you profitable.
Use content such as reviews, testimonials, and case studies to build social proof on your website. Consumers today tend to trust other consumers, so content from your customers that shows you keep your promises is vital to getting conversions. This content is so effective, consider putting it near your call to action. For example:
Use the Top Rated Local badge on your site, and direct people to positive Facebook and Google profiles. If you have industry certificates or security badges, display those as well.
A prospective customer will ask “Can I trust this business?” Make sure the answer to that question is yes.
No matter how effective your conversion focus is, there will still be many prospects who won’t convert the first time they interact with your content.
This is simply the nature of consumer behavior online. People literally “surf” online. Even when they’re serious about engaging with a business or buying a product, they hesitate, then surf off to the news or social media.
To convert this traffic, use retargeting ads so your brand stays in front of people as they surf.
Also, you may have to consider having more than one conversion action in your funnel. At first you may just capture an email or get them to follow you on social media. Then you feed them content. As you inform and entertain, they become more aware of your brand.
When they know and trust you, you’re more likely to win traffic from people searching for you by name. This is the highest converting traffic you’ll get.
#6. CRM and Automation
If you’re capturing lead information and using nurturing techniques like email marketing, use software that lets you manage and automate your campaigns.
Effective customer relationship management (CRM) and email marketing software are essential to your website conversion funnel. They help you track contacts and automate tactics like drip email campaigns.
The more you have to nurture leads, the more important retargeting, email marketing, and using CRM software are. As you move people through your funnel, you have to track the content you’ve sent and the interactions you’ve had.
#7. Get More Reviews and Referrals
We mention how important reviews are today for establishing trust. Make sure your review profile reflects your excellent work by being proactive about asking for reviews. Use your CRM and email software to request reviews from happy customers, and be sure to maintain high standards so you continue to earn a strong reputation.
Your ultimate goal is to multiply your website conversions by getting reviews and referrals that earn you new business. Even with all this technology, there is still no other lead that is more valuable than a referral from your loyal customer.
Last, check out your competition (because your leads are going to). Go through their conversion funnel and compare it to your own. Would you choose you?
You must answer that questions with an unequivocal yes!